One thing I hear often from business owners is that they can generate business IF they can just get in front of the prospect or at least have a “meaningful conversation” with them, they can close business. The key word here is “IF”.

This month’s Implementation Master Interview is with John Carlton, one of the top copywriters in the world (more on him in a separate email). John will share several strategies, and tactics, for getting these meaningful conversations with your prospects.

A Meaningful Conversation is one where you get the opportunity to learn about the prospects needs and share your benefits… in contrast with a quick call where you get the chance to tell what you sell and they say, “not interested”. This can happen via a one on one call or meeting; or by getting the prospect to watch your video or listen to your teleseminar; or even getting them to read your detailed copy. The key again is to have them get clear on what your product or service does for them and how it can benefit them.

In our Sequential Marketing training www.smallbusinessgrowthclub.com/public/236.cfm we teach the process of using your Compelling Competitive Advantage™ (USP) to quickly demonstrate superior value. The tool we utilize is a “7 Minute Assessment”. The premise of this tool is to request a small, precise amount of a prospect’s time in order to provide a measureable value (they get value from the call), and to demonstrate how your product can benefit them.

In doing this you breakdown the objection of “time” (just 7 minutes versus 30+), of being “sold” (you are not selling but instead establishing value), and value for their time (you are sharing 1-2 valuable pieces of information with them).

In this challenging economy, where competition is fierce, finding a way to stand out and differentiate yourself is key… and the 7 Minute Assessment is a great tool to achieve this outcome.

I will be building on this month’s theme of getting “Meaningful Conversations” with your prospects each week. In the meantime, think about how you can shorten your sales approach using a “7 Minute Assessment” or introduction, or demonstration.

This entry was posted on Thursday, November 12th, 2009 at 10:09 am and is filed under Profit Tips, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.